Tag: Wagh Bakri

Paras Desai takes the reins at Faitta

MUMBAI: Paras Desai, executive director of Wagh bakri tea group, has been elected chairman of the Federation of All India Tea Traders’ Association (FAITTA), the apex body representing tea traders nationwide.

Wagh Bakri director Vidisha Desai, joins the executive committee, reinforcing the group’s influence in the sector.

A fourth-generation entrepreneur, Desai has been with Wagh Bakri since 1993, transforming it into one of India’s largest packaged tea businesses, present in 24 states and exporting to over 60 countries. He spearheaded initiatives such as NABL-accredited in-house testing labs, instant tea premixes, wellness blends, and the Wagh Bakri Tea Lounges, while modernising operations and building a robust retail network.

“The tea industry is evolving fast, shaped by consumer tastes and challenges like climate change,” said Desai. “I look forward to working with members, government, and regulators to strengthen the category and tackle emerging opportunities and hurdles.”

Desai also serves as president of the Western India Tea Dealers Association. He holds a diploma in management studies from Ohio State University and is a skilled tea taster with over 30 years of experience. He champions corporate social responsibility initiatives, particularly in women’s empowerment, education, and rehabilitation.

Founded in 2014, FAITTA unites traders across India to address auctions, wholesale and retail trade, packaging, warehousing, and exports. It promotes compliance with food safety standards, including FSSAI residue norms, and advocates for transparency in auction practices.

Wagh Bakri Tea Group, established in 1892, has an annual turnover of Rs 2,000 crore, distributes over 50 million kilograms of tea, and is one of India’s most trusted and widely consumed tea brands.

September 29, 2025
Scarecrow bags creative duties of Wagh Bakri

MUMBAI: After a multi-agency pitch, Scarecrow Communications, won the creative mandate for Wagh Bakri Tea portfolio, which includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea.

The creative duties will be handled by the Mumbai office.

It can be noted that Wagh Bakri had not changed its agency in 10 years; Triton Communications was the previous incumbent agency.

Scarecrow Communications founder director Manish Bhatt said, “Wagh Bakri isn’t just any brand it’s a 122 year old tea brand. And had a special connection with Mahatma Gandhi. It has been a part of the lives of Indians for over three generations. And it is a special feeling to be associated with such a heritage brand.

Scarecrow Communications founder director Arunava Sengupta added, “Wagh Bakri is one brand which has not rested on its past laurels. Instead, they have always evolved with the times and focused on expanding its reach. We are thrilled to partner them in this exciting journey.”

Wagh Bakri executive director Parag Desai said, “It was a big move for us to call a pitch considering our aggressive plans in various markets (in India) and verticals and countries. We are India’s largest privately held packaged tea Group and intend to build our market share in the premium tea category.

The company’s marketing senior GM Yogesh Shinde added, “We felt Scarecrow had hit the right chord. Their thought process on contemporising the brand thought, creative connect, out of the box thinking and the team’s passion, made them an obvious choice. Our next campaign, which is currently under production, has been conceived by Scarecrow Communications and will be released very soon.”

Wagh Bakri Tea Group, having presence in tea business since 1892, is today the third largest packaged tea company in India with a turnover of over Rs 900 crore and over 32 million kg of tea distribution.

Scarecrow Communications, present in Mumbai and Delhi, currently handles accounts such as ITC, Emami, &Pictures, Hungama, Local Banya, Viacom, Reliance Mutual Fund, Only Vimal, among several others.

December 26, 2014
Wagh Bakri appoints Saints and Warriors for Mili

MUMBAI: Creative agency Saints and Warriors has bagged the creative duties for packaged tea brand Wagh Bakri’s second brand, Mili. The agency’s Mumbai office will handle the business.

The incumbent agency is Hanmer Creative+. Before that, Mudra handled the creative duties for Mili.

Wagh Bakri Tea Group executive director sales and marketing Parag Desai said, “We liked the strategy and the creative approach that Saints and Warriors presented. Mili is a popular brand in north India, and we are planning for a national footprint.”

A campaign involving a mix of ATL and BTL activities will be launched in a month‘s time.

Triton Communications and Percept/H are already with Wagh Bakri.

Wagh Bakri Tea Group is a premium tea group, in existence since 1892 with a production base near Ahmedabad. The company has a market presence in Gujarat, Rajasthan, Madhya Pradesh, Maharashtra, Goa, Delhi, and Hyderabad, and has recently forayed into Chhattisgarh.

February 8, 2012
Wagh Bakri launches TVC created by Triton Communications

MUMBAI: Wagh Bakri tea has launched a new television commercial conceptualised by Triton Communications.

The campaign- “Perfect Nati Jodi” targets maharashtrian men and women (in Maharashtra) aged 25-50 years.

With so many tea brands in the market and various rational benefits being offered by them, Wagh Bakri chose to use the emotional route to create a bond with Maharashtra, the company said.

Triton Communications MD Ali Merchant said, “We wanted to build on the current equity of the brand. Wagh Bakri, with its platform of ‘building relationships‘, has always chosen an emotional route to create a powerful bond with its audience.”

“The challenge was to stay within the purview of the overarching brand thought of ‘Rishta‘. Thus helping create a preference for Wagh Bakri amongst existing and prospective consumers in Maharashtra, as well as giving a flavour of it being their very own tea brand,” Triton Communications national strategy officer and CD Renton D‘Sousa said.

D‘Sousa added, “Maharashtra is a land of many festivals and rich cultural flavours to which people are highly emotionally attached. We decided to use the festivals as the brand connect and as an expression of the brands respect and love for the culture of the land and its desire to make a Rishta with the locals”.

Wagh Bakri Tea executive director Parag Desai added, “We created a special commercial for the Marathi audience thus showing our commitment to connect with them. This has been captured in the baseline of – ‘Waghbakri, Perfect naati jode‘. It will connect with Maharashtrian audience across SECs and age groups. It shows that Wagh Bakri is not just a great tasting refreshing tea; it is part of every celebration in Maharashtra. Wagh Bakri tea is planning to promote the new campaign through various television commercials and on-ground activities for the next three months.”

The film uses different festivals of Maharashtra and essence of tea consumption on those special occasions to refresh, rejuvenate and build relationships. This 40 sec film has stories weaved in each of the festivals shown and through this bring in a relevant connect with all kinds of Maharashtrian audiences. The festivals captured are Govinda, Ganapati pooja, Ganapati visarjan and Mangala gaur. The films have been shot in a manner that each festival becomes an edit on its own too and can be run during that particular festival and hence giving maximum leverage for the brand.

December 3, 2011